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mind & bodyWikipedia
We value things more when we worked hard for them, even mediocre ones
Effort justification is the tendency to value an outcome more when we put effort into achieving it. The value we assign can exceed what the outcome objectively deserves. The IKEA effect is a well-known example: people place a higher value on furniture they partly assembled themselves, regardless of how good the final product is. The idea grows out of Leon Festinger's theory of cognitive dissonance. When effort produces a disappointing result, the mind resolves the tension by raising its estimate of the result, so the work feels worthwhile.
Cognitive dissonance arises when our actions and our beliefs about ourselves do not match, for example when we spent hours on something that turns out mediocre. To reduce the discomfort, the mind shifts its judgement of the result upward. The effort is thus justified by the value we now attach to the outcome.
It explains why people stick with projects, hobbies or purchases that have not paid off, and why a self-built item feels special. It matters for product design, teaching and personal decisions, because the feeling of value is partly created by the effort rather than by the thing itself.
Adapted from Wikipedia, the free encyclopedia · CC BY-SA 4.0
